ICT-enabled CRM system adoption: a dual Indian qualitative case study and conceptual framework development

Purpose: The paper aims to develop a comprehensive framework for adopting an information and communication technology (ICT)-enabled customer relationship management (CRM) system, toward strengthening and expanding the customer basis of the organization. Design/methodology/approach: Advanced ICT-enabled CRM includes mobile CRM, AI integrated CRM and social CRM and several business organizations have already started exploring their advanced utilization for direct financial gain and indirect “soft” benefits. Most of them, however, are challenged in the process, due to lower-than-demanded adoption of such CRM systems. To deal with the issue, the paper methodologically applies a dual qualitative case study approach that ultimately develops an advanced comprehensive CRM adoption framework. Findings: The key findings pertaining to the evaluation of organizations’ readiness to adopt advanced ICT-enabled CRM systems in terms of infrastructure and resources, the identification of the critical functional areas of the organization’s focus and the differences in the requisite approaches across industries and organization types. Practical implications: In the context of the internet and social media, the analysis and management of customer big data and their transcription into useable information is crucial. Traditional and conventional CRM was deemed unable to address this need, thus necessitating the use of advanced ICT-enabled CRM. The proposed corresponding framework tangibly and practically, thus, directs businesses toward the successful deployment of ICT-based CRM systems. Originality/value: This study constitutes a novel attempt to identify the issues of deployment of ICT-based CRM systems in an organization and proposes a comprehensive framework, which will enable organizations to overcome the barriers when adopting a new system.